Case study - AdWords campaign in alejadziecka.pl store

Aleja Dziecka is a store offering accessories and products for children, including toys, strollers, car seats and school supplies. The store is owned by Cantori, based in Kielpin. The online store has been operating for a short time - alejadziecka.pl was launched on the Shoper platform in June 2016.

- The biggest challenge for us, as a start-up e-business, was to properly promote the store, find customers, reach them with the product offer, and finally - to achieve a promising level of conversion, says Kamil Debski, owner. However, the obstacle to achieving the desired results in this regard on our own was the lack of time to conduct promotional and advertising activities online.

Therefore, the decision was made to implement an AdWords campaign in conjunction with the e-commerce platform provider, considering it an essential part of the strategy for a strong presence in the online sales channel. The store owner, being a user of the Shoper online store software, was able to take advantage of the possibility of launching an AdWords campaign available within the platform.

AdWords, which is a system of text-graphic product ads presented alongside Google search results, was considered the best tool to achieve the goal. - "We recommended that the client use the 'store with orders' offer, because it's one of the easiest ways, especially for starters, to start selling," says Tomasz Tybon, director of marketing and sales at Dreamcommerce, provider of the Shoper platform.

The AdWords system also supports other sources of online traffic - campaigns can generate sales that were finalized after the end customer entered the store from a source other than paid search advertising.

Dreamcommerce, as the operator of the e-commerce platform, performed all the activities related to the implementation of the campaign, including the preparation of the campaign strategy (for this purpose, the AdWords specialist assesses whether all products in the assortment will be covered by the promotion or whether general inquiries will be excluded from it).

The campaign was launched in July 2016, the second month of the e-business. For every PLN 1000 invested in the campaign, the store recorded sales of PLN 11 thousand. The effects of the campaign can be seen from the turnover dynamics - in mid-July the value of accepted orders exceeded the results recorded in June. Two out of three items sold in the store went to customers who came to the alejadziecka.pl website through AdWords. - We also noticed that the store's brand is better recognized online. So we have managed to gain image benefits in addition to real economic benefits," assesses Kamil Debski.